Massachusetts coffin company featured in Taylor Swift’s latest music video


Meet the unexpected masterminds behind Swift’s “Anti-Hero” prop.

Taylor Swift attends a Chat with Taylor Swift event at the Toronto International Film Festival on September 9, 2022. Swift said “Midnights” was inspired by some key sleepless nights – something many of her fans no doubt have experienced when the singer-songwriter dropped seven bonus tracks and a music video just hours after the album’s release. Evan Agostini/Invision/AP, Dossier

The old Taylor can’t come to the phone now. Why? Because she died – in a casket in Massachusetts.

“Anti-Hero,” the first of 13 clips from Taylor Swift’s new visual album “Midnights,” features a funeral staple: Andover-based Titan Casket.

The direct-to-consumer coffin company has worked directly with production companies for TV shows such as ‘Severance’ and ‘Castle Rock,’ but its co-founders Scott Ginsberg and Josh Siegel were just as surprised as fans of Swift to see their product.

“She’s one of the ten most famous people on the planet to come out of our coffin, so nothing comes close to that scale,” Siegel said.

Swift, who often addresses the theme of death in her work, got very literal in her self-directed “Anti-Hero” music video. After the song’s bridge, the video features a 2-minute sketch imagining her own funeral with comedians Mike Birbiglia, Mary Elizabeth Ellis and John Early – joined by Swift herself, alive and well, hidden in a large decorated coffin.

The coffin makes its first appearance around 2 minutes and 13 seconds.

An employee recognized the coffin based on its color and sunburst design. Titan was able to confirm with the production company – they had closed the sale in July for an unidentified music video.

“The coffin is part of the Orion series, our most popular item. It’s a very classic casket and she chose a copper color, which is a very traditional color in the funeral industry,” Siegel said.

Taylor Swift fans, better known as Swifties, also took notice. Taylor Swift Style, a popular blog that normally documents the singer’s fashion, also identified the coffin to her 103,000 Instagram followers.

“Not the content you were expecting, is it? the account wrote in an Instagram caption.

Fans responded in droves, and Titan Casket even joined in the fun, delivering a “Swiftie discount– $50.13 off any coffin (13 is Swift’s signature number, which often makes appearances in surprise releases).

Their most surprising cry? Ironically, undertakers.

“They’re often not a natural ally for us, because they sell coffins and so do we,” Siegel said. “Some who were Swifties saw this and reached out – now we’re having conversations with the handful of fans who are also our potential partners.”

Titan Casket hopes to spread its message of expanding options for grieving families to a new audience.

“Our whole mission is to raise awareness and educate the funeral industry,” Siegel said. “We think [the music video] brings in a whole new audience that doesn’t think about this difficult topic.


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